So you're launching a new product or service, you're investing in adwords and Facebook sponsored stories to boost PR and increase product awareness, but does it stop there? Whether you’re a business owner or a marketing consultant, it's a must that you understand the fundamentals of promoting a product or a service. The social web has become a cluttered marketplace and it's always a challenge to find potential customers and cover your target market.
There will be a few hits and misses but taking these steps should help business owners jumpstart their product promotion strategies:
1.) Make the Product Launch Customer-Focused
It's not called a “product launch” for nothing, so don't focus too much on getting sales right away! The key here is to educate potential customers to purchase your product, the launch will definitely have an impact on new customers as much as it would fare with current ones. It's best to talk to your partners so you can collaborate to ascertain if the positioning hits the target segment.
2.) Create Web Content About your Product
Assuming that you're done with product research and wrote a document which maps out your product positioning, it's now time to create quality and relevant content that will reach your target segment. Potential customers would want to learn the meaty details of your product even before you present a sales demo. Sending a slideshow to your email list won't work, people need to visualize the whole product idea so it can stick in their heads. Keep in mind that content nowadays isn't limited to a newsletter or a blog post, this means that you have more options to convey your product details using infographics, videos, and webinars.
These questions should guide you in creating content:
- What are the new features or products that you’re launching?
- Who’s the buyer persona?
- What benefits do they provide the buyer persona?
- What’s the competition and how is your product different?
3.) Perform Research on Social Networks
Researching can be very tedious to do for any business owner or marketer but it's the most complicated task that will make a difference to your product launch. It requires engaging in focus groups and testing facilities. Conveying your initial message to your target segment on Facebook and LinkedIn will help you improve the launch planning process. It will help you amplify the product message to a broader target audience and prevent an expensive flop. It's always a must to peek at your target customers' minds before the planning the launch.
4.) Include Case Studies
How can you convince and entice potential customers? Show current customers that are actually using the product! Aside from presenting the features and benefits of a product or service, it's a good practice to include case studies that will show how the product is performing. It's an approach that requires choosing your brand advocates who are already promoting the product or service themselves. You can present case studies during a webinar, sending it to your email list, or creating a dedicated page on your website.
5.) Think Big
A great product launch gives people a reason to notice your idea – an idea that they would want to share with their network and other potential customers. Behind a great product is a brilliant idea that can change how people work. Facebook doesn't launch feature just to candy-coat their interface, they want users to business owners to use it as a promotional tool. Salesforce suggest cloud as a fad, they offer businesses software that will improve their operations. Always keep in mind that when you launch a product – you're selling a great idea as well.